Business Buyer Behavior: Factors, Comparisons, and Problem Recognition

This assignment explores the complexities of business buyer behavior, contrasting it with individual consumer purchasing patterns. It highlights the key differences in decision-making processes, emphasizing factors such as business needs, employee motivation, and operational requirements that influence business purchases. The assignment also delves into the role of advertisers in initiating problem recognition among consumers, using the example of energy bars to illustrate how marketers address health concerns and promote their products as solutions. The analysis references academic sources, providing a comprehensive understanding of buyer behavior in both business and personal contexts, and the strategies employed by marketers to influence consumer choices. The document is a valuable resource for students studying marketing and consumer behavior, available on Desklib, a platform offering study tools.

Running head: BUSINESS BUYER BEHAVIOR
BUSINESS BUYER BEHAVIOR
Name of the Student
Name of the University
Author Note

1BUSINESS BUYER BEHAVIOR
Question 1
Buyer behavior is generally meant by the decision making process of the customer while they
select any kind of service or a product out of the available alternatives in the market (Lewis et
al, 2018). It has been seen that the buyer behavior of people are different especially when it
comes to purchasing for a business rather than purchasing for oneself.
While buying for a oneself, consumers consider different factors like their personal
needs, psychological factors like motivation, learning, attitudes and beliefs and also other
social factors like social status and reference. Jannach & Adomavicius, (2016) states when
closed ones like friends or family appreciate a product or a service and refer it, consumers
consider making a purchase of those products or service. However, while buying for a
business the factors automatically change.
Buying for a business is different from buying for oneself as the priority shifts. While
buying for oneself, one wants prioritizes themselves and consider their needs and desires. On
the other hand, while making a purchase for a business, the priorities shift and the main focus
is on the needs of the business and the amenities which are going to help the employees in the
business. According to scholars, a business need to provide basic amenities which are
important and are considered to be the basic needs of employees which help in motivating
employees in the workplace (Fomenky, 2015). Thus, while considering to make purchases for
a business, the person should consider buying proper electronics like computers and printers
which make the work easier in the business. It is also important to buy things that are
necessary for the operations of the business. For example, if it is a retail business then in
order to operate the business will need materials and thus needs to purchase materials from
suppliers. Thus, it can be seen that the buyer behavior changes when one is considering to
buy or a business.

2BUSINESS BUYER BEHAVIOR
Question 2
Advertisers usually are seen to initiate problem recognition in the customers or
consumers so that they can show how their products or services are better and can solve the
issue which influences and encourages people to buy their products or services (Zhao et al,
2019).
Lifestyle issues are one of the biggest problems in the United States which has been
leading to detrimental health issues like diabetes, heart diseases and obesity. This is highly
because of the availability and the consumption of junk food in the country. Thus, it can be
seen that many healthy products are being launched in the country and one of the popular one
which is in demand are energy bars. Advertisers have been showing people the problem of
consuming junk food and chocolates and through their advertising have been showing how
energy bars are going to help them in filling up their stomach in an healthy manner. The
energy bars are advertised to be healthy for the people especially the children who are into
junk food and helps in eradicating the health issues that are currently increasing and have
been impacting the people. Thus, it can be seen that how advertisers initiate a problem
recognition which in this case is talk about the detrimental health issues and encourage
people to purchase energy bars for their healthy lifestyle.

3BUSINESS BUYER BEHAVIOR
Reference
Fomenky, N. F. (2015, January). The impact of motivation on employee performance.
In Global conference on business & finance proceedings (Vol. 10, No. 1, p. 332).
Institute for Business & Finance Research.
Jannach, D., & Adomavicius, G. (2016, September). Recommendations with a Purpose.
In Proceedings of the 10th ACM Conference on Recommender Systems (pp. 7-10).
Lewis, M., Wang, Y., Wu, C., & Marketing, M. M. (2018). Season Ticket Buyer Behavior
and Secondary Market Options. Working Paper.
Zhao, Z., Li, L., Zhang, B., Wang, M., Jiang, Y., Xu, L., ... & Ma, W. (2019, November).
What You Look Matters? Offline Evaluation of Advertising Creatives for Cold-start
Problem. In Proceedings of the 28th ACM International Conference on Information
and Knowledge Management (pp. 2605-2613).